000			01501cam a22001814a 4500
999			_c2433 _d2433
020			_a0131477323
050	0	0	_aHF5415.2 _b.B779
100	1		_aBurns, Alvin C.
245	1	0	_aMarketing research / _cAlvin C. Burns, Ronald F. Bush.
250			_a5th ed.
260			_aUpper Saddle River, NJ : _bPearson/Prentice Hall, _c2006.
300			_a665 p. ; _c26 cm.
500			_a"SPSS integration"-- Pref.
505			_a Introduction to marketing research -- The marketing research process -- The marketing research industry -- Defining the problem and determining research objectives -- Research design -- Using secondary data and online information databases -- Standardized information sources -- Observation, focus groups, and other qualitative methods -- Survey data-collection methods -- Measurement in marketing research -- Designing the questionnaire -- Determining how to select the sample -- Determining the size of a sample -- Data collection in the field, nonresponse error, and questionnaire screening -- Basic data analysis : descriptive statistics -- Generalizing a sample's findings to its population and testing hypotheses about percents and means -- Testing for differences between two groups or among more than two groups -- Determining and interpreting associations among variables -- Regression analysis in marketing research -- The marketing research report : preparation and presentation.
650		0	_aMarketing research.
700	1		_aBush, Ronald F.
942			_cBK